This new aluminum suitcase typology reflects contemporary mobility through an unexpected material contrast.
A flexible elastic fabric strap—usually lost amid objects and constant motion—becomes a defining functional element.
The suitcase extends organization beyond the interior, allowing everyday essentials to be secured and accessed on the outside, visibly tightened and structured by the strap.

The suitcase market is oversaturated and has lots of brands that compete with similar products. 9OFun aimed to create a new aluminum suitcase that can be sold at a higher price point to expand its market share.

How might we create a unique suitcase experience as a value while still appealing to a broad audience?

90FUN, part of the XIAOMi Group, is focusing on products all around traveling. The target of the brand is on high-volume products that are very broad for a variety of personas.

Project lead & lead ID designer
Competitor Analysis, product design strategy, facilitation of internal brainstorming sessions, prototyping, CAD modelling, rendering, art-direction of CMF, art-direction & planning of photo shooting, project management

Team
ID Designer:
Jonas Hänel, Tim Schwarz

CMF Designer:
Bianca Haunauer, Veronika Schäfer

Coach:
Yifan Zhang

This project was carried out when I was working full time as a designer for PHOENIX Design and all rights belong to the company.